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You’ve been handed down a quarterly product sales goal with little to no direction of how to reach those numbers online and the clock is ticking. You’re not alone in this dilemma. Having a web marketing strategy is important, but having an effective plan is vital.

Unfortunately, we find that many financial institutions may have a strategy that is missing pivotal components for success. A complete marketing plan ensures everyone is on the same page and that all stakeholder issues are accounted for. If you followed Installment 1 of our Marketing Campaign series, you will have identified your most profitable products and services. In Installment 2, you will learn the seven steps to take to make a successful marketing campaign. 

1. Research Your Target Market

Before using your resources to reach every potential customer, it’s imperative to determine who is in need of this product, what information they are looking for and how you can solve their problem. Customer-centric marketing will produce quality connections that will encourage the customer to continually rely on you to help solve a need.

You want plan customer touch points at every moment in their online journey. This includes your website, social media channels, online banking and mobile banking products and other online marketing channels you use. This may involve customer relationship management systems, researching customer demographics and buying patterns (segments) and looking at successful aspects of past campaigns.

Here is an example of a well-researched target segment:

Older Empty Nest Employed

-55-64 years of age

-No children living at home

Household Income

-$75,000 and greater

You can be more specific, but this is about as general as you can be if you want your marketing campaign to be a success.

2. Create Objectives

You may have been given quarterly goals, but having broad statements of what you are hoping to accomplish is just as important. These define how you will achieve your goal, your destination, but are wide in scope.


Educate Millennials on the benefits of savings accounts, facilitate their purchase decisions and encourage usage.

3. Goals

The need for campaign goals has already been established and at times, given from the top. However, let’s make sure that your conceptualization of the goals is understood and reiterated. You may have heard of the SMART acronym. Are your goals specific, measurable, achievable, relevant and time-sensitive?


Increase savings accounts by ____% / $______by December  31, 2018.

help me reach my goals!

4. Strategy

If you haven’t put pen to paper yet, now is the time. Give an overview of your strategy for the campaign. This doesn’t need to be more than a paragraph, but a simple synopsis about why you are making these goals and how they will be accomplished is going to be most helpful.

5. Tactics

Your tactics are the specific steps you are going to be taking and how. There must be a team member accountable for each tactic. Each tactic must be sequential in accomplishment and should have a time frame within the overall plan.

At this point in your planning, we need to do a double check that you are sticking with brand consistency. Is the messaging in your marketing outputs aligning with your goals, objectives and the overall vision of your financial institution?

I need a tactics partner

make my website a marketing powerhouse


Tactic 1: Build a structured and formalized Millennial Savings Accounts Editorial Calendar for Facebook account.

Accountability: Jane Doe

Time Frame: September 2018

Tactic 2: Write bi-weekly emails that will be distributed to Millennial customers without a savings account.

Accountability: Marketing Department

Time Frame: October 2018

6. Tracking, Reporting, and Evaluation

If you aren’t implementing these three essentials, it can cost you more resources in the future than if you would have taken care to review your methods throughout the campaign. You can improve and build upon past campaigns as you add to your repertoire. Save yourself some future work!


Establish tracking, reporting and evaluation procedures for each of the tactics in this marketing plan.

Accountability: Marketing Department

Timeframe: September 2018

7. Accountability

If you are the sole Marketing Director at your Financial Institution, you have just created a blueprint for success. You are answerable to if these goals were met or not, and will have the data to back up why.

8. Costs:

In order to have an accurate number on ROI, break down the prospective budget for each tactic. At the end of the campaign, make sure to report the actual number spent. If your campaign goals were reached, you have an idea of what it will cost to get those results. If they were not reached, was it because of a limited budget, weak tactics, or a wrong understanding of your target audience?


LinkedIn Video Campaign Ad: Budgeted: $10,000 Actual: $12,000

Develop and Execute 3 Mini-Marketing Campaigns: Budgeted: $30,000 Actual: $28,000


This marketing plan can be used for omni channels but is especially relevant in online marketing because of the raw data that can be evaluated and tracked. At the end of the campaign, you should be able to say that you have shown customers who you are and solved their need. It's an incredibly valuable process that can be replicated on all campaigns to increase business success.

Now you’re ready to execute your plan, covered in the next post in our Marketing Campaign series.


help me with my marketing plan!



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